Facebook Ads Cost Per App Install Benchmarks for Marketing & Advertising in Netherlands

Key takeaways

• The Netherlands (industry: Marketing & Advertising) posted a low median cost per app install (CPAI) across Oct–Dec 2024, averaging $1.37—about 86% below the global baseline ($9.67) for the same period.
• The selected trend declined steadily through Q4: -8.8% from October to November and -42.1% from November to December, ending 47.2% lower than in October.
• Volatility was modest in the Netherlands (average absolute month-to-month change: 25.5%) versus very high in the global baseline (85.5%).
• The global baseline shows classic Q4 seasonality with a sharp November spike, while the Netherlands moved counter to that pattern.
• This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks.

What we analyzed

This analysis looks at cost per app install trends for industry Marketing & Advertising and target country Netherlands compared to the global trend. We summarize median monthly CPAI for Oct–Dec 2024 in the selected dataset and benchmark it against the global baseline.

Selected data: Netherlands, Marketing & Advertising

• Levels and averages:
• Monthly medians: Oct $1.69, Nov $1.54, Dec $0.89
• Average (Q4 2024): $1.37
• High/low: High $1.69 (Oct), Low $0.89 (Dec), range $0.80 (≈58% of the average)
• Trend and volatility:
• Oct → Nov: -8.8% (from $1.69 to $1.54)
• Nov → Dec: -42.1% (from $1.54 to $0.89)
• Oct → Dec: -47.2% overall
• Average absolute month-to-month change: 25.5%
• Notable movement:
• The sharpest shift occurred in December (down 42.1%), marking the low for the quarter.

Baseline comparison (global)

• Levels and averages (same months for apples-to-apples):
• Monthly medians: Oct $6.20, Nov $14.28, Dec $8.52
• Average (Q4 2024): $9.67
• High/low: High $14.28 (Nov), Low $6.20 (Oct), range $8.09 (≈83.7% of the average)
• Trend and volatility:
• Oct → Nov: +130.6%
• Nov → Dec: -40.3%
• Oct → Dec: +37.6% overall
• Average absolute month-to-month change: 85.5%
• Relative positioning of the Netherlands vs. baseline:
• Average: 85.8% below market ($1.37 vs. $9.67)
• October: 72.8% below ($1.69 vs. $6.20)
• November: 89.2% below ($1.54 vs. $14.28)
• December: 89.6% below ($0.89 vs. $8.52)

Seasonal signals and broader context

• Seasonal pattern:
• The baseline shows a pronounced November spike consistent with Q4 holiday-pressure on Facebook Ads costs.
• In contrast, the Netherlands tracked downward through Q4, remaining well below market throughout.
• Additional baseline context:
• Beyond Q4 2024, the global series remained volatile through 2025 (e.g., peaking at $26.21 in June), underscoring that the selected Netherlands results are notably calmer and structurally lower than global norms during the period we analyzed.

Bottom line

For Oct–Dec 2024, the Netherlands in Marketing & Advertising was consistently below average versus the global baseline, with a declining CPAI and comparatively low volatility. Understanding cost per app install benchmarks on Facebook Ads in industry Marketing & Advertising and Netherlands helps advertisers make more efficient budget and creative choices.